Cesar Promo, Case study GOURMET DINING KIT FOR SMALL DOGS by Proximity Toronto

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Canada
Agency Proximity Toronto
Associate Creative Director Ari Elkouby-Associate Creative Director
Executive Creative Director John Gagne Agency Team:
Art Director Alex Newman
Copywriter Jeff Middleton
Released January 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: MARS
Product/Service: CESAR BISTRO
Date of First Appearance: Jan 17 2011
Entrant Company: PROXIMITY CANADA, Toronto, CANADA
Entry URL: http://www.facebook.com/CesarCanada?sk=app_190220484327109
Account Service: Shawna McFarland (Proximity)
Account Service: Priyanka Goswami (Proximity)
Account Service: Jesse Abrams (Proximity)
Art Director: Alex Newman (Proximity)
Copywriter: Jeff Middleton (Proximity)
Associate Creative Director: Ari Elkouby (Proximity)
Technical Developer: Madara Ranawake (Proximity)
Flash Developer: Aaron James (Proximity)
Quality Assurance: David Imbrogno (Proximity)
Information Architecture: Patrick Jordan (Proximity)
Print Producer: Sophia Miller (BBDO)
Printing, Packaging & Fulfillment: Rob Linden (Sample Source)
Printing & Fulfillment: Sara Morgan (Marrin)
Project Management: Hayley Butler (Proximity)
Executive Creative Director: John Gagné (Proximity)
Media placement: Facebook Social Ads - Facebook - December 15, 2010
Media placement: Direct Mail - Facebook On-Demand - January 24, 2011

Insights, Strategy & the Idea
Cesar Canada wanted to generate buzz and demand for NEW Cesar Bistro Gourmet Wet Food for Small Dogs, before the product officially hit shelves.

Cesar knows that small dog owners are a breed of their own; they want nothing but the best for their furry babies and cherish all the special moments they share together. Feeding is a sign of love, and they feel good about serving Cesar as it’s specially formulated for their small dogs needs. It doesn’t hurt that their small dogs lick their plates clean when Cesar is served!

Small dog owners love to showcase their furry friends in the spotlight, and consider wet food as a way to elevate the feeding experience. The program tapped into these insights by:

- Providing an application and outlet to showcase their small dogs
- Rewarding small dogs with an exclusive product sample that creates a unique dining experience

Creative Execution
Provide small dogs with a Cesar Bistro branded experience that enables owners to showcase their furry baby in the spotlight.

Fans uploaded photos of their small dogs and customized them using the Cesar Bistro Profile Pic Generator. The first 400 fans that created a picture were sent the exclusive Cesar Bistro Gourmet Dining Kit. It included a sample of Cesar Bistro product, a Cesar branded handkerchief and placemat, an elegant silver serving spoon and dish, and a personalized letter from Cesar. Everyone could get a Buy One, Get One coupon.

An email to the database and Facebook Ads helped build the fan base prior to the campaign. A series of teaser posts created intrigue and discussion. Once the Cesar Bistro app launched the fans pushed the message out to their network. Their excitement and positive reaction to the promotion was a trusted testimonial to others coming to the page.

Results and Effectiveness

The Cesar Bistro campaign was a success at creating pre-launch buzz and product trial…small dogs can’t wait to get their paws on more Cesar Bistro!

The fan response was incredible:
- 2.5+ Million Campaign Impressions in 2 Weeks
- 5,000 Coupons Distributed
- 1,200+ Profile Pics Created
- 400 Kits gone in 4 Days
- All Gourmet Dining Kits gone in 72 Hours

And most of all priceless fan photos, stories, and conversations – all around the Cesar Canada brand. Fans became brand activists who spread the Bistro message around.

The campaign played a role in strong first quarter sales.